And it is also working with the owner of a real farm called Woodside Farm – a name shared with Tesco’s value pork range since 2016 – to threaten legal proceedings unless the retail giant stops using the name to sell its products.

Tesco, Britain’s biggest supermarket, sparked controversy last year after launching a budget range of seven own-label “farm” brands – including Woodside Farms and Boswell Farms for fruit and veg as well as meat – that are fictitious names.

Richard Baugh, of the real Woodside Farm in Nottinghamshire, raises free-range pigs for high quality pork products which he sells under his farm name through his own farm shop and website.

But since Tesco appropriated the name, he’s faced confusion from customers. “It isn’t fair that they profit from the associations that come with our farm name,” he said. “Tesco think because they’re big and we’re small they can walk all over us.”

Feedback has written to Tesco highlighting shoppers could be being misled and asking that it rethink its branding.

Roger Sharpley, owner of Boswell Farm, whose name is aped by Tesco’s ‘Boswell Farms’ beef labels, said: “It’s an abuse of power. You can bet that if the boot was on the other foot Tesco’s lawyers would be all over it.”

Tesco said it was aware of the complaint but declined to comment further.